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신종학,양영주 한국기업경영학회 2010 기업경영연구 Vol.17 No.4
This paper examined the global product strategy and business performance. Based on the relationship between the similarity for needs and the similarity for usage environment. global product strategy types were classified such as pure standardization, pure localization, promotion localization, and product localization. Quality, global quality, design, product design, brand were used as proxy for similarity for needs. Packaging, product attribute, services, product guarantee, country of origin were used as proxy for similarity for usage environment. Business performance was measured by financial performance, customer satisfaction, and marketing performance. As broadening operations into overseas markets, korean corporations face difficulties in management due to their neglecting global marketing activities especially in global product management such as service level, product differentiation, product type and products volume and weight. With the trend of high requirements of global product management, products which are adjacent to customers require higher standard of service level. Product differentiation particularly in terms of global product management has an great impact on global marketing activities. In general, high quality differentiated products are easy to enter global market through direct exporting while low quality differentiated products are easy to be produced domestically and then to be exported. The high quality differentiated products pay less marketing activity costs since the products are not competitively priced. In comparison, the low quality differentiated products pay more marketing costs since the products are competitively priced. Product type have a great impact on global marketing activities in terms of producing technologies and economy of scale. Products of licensed technologies are easy to enter global market. Products of economies of scale are easy to be produced domestically and then to be exported directly. Product volume and weight have also an great impact on global marketing activities. In general, high priced products by their large volume and weight are easy to enter global market because of their inherent competitiveness. In comparison, low priced products compared to their volume and weight are more suitable for domestic production because of their lower competitiveness. Thus, the purpose of this paper is to analyze the relationship between global product management and business performance. The list of this project is provided as follows: the relationship between global product desire similarity and management, the relationship between global product using condition similarity and management and the relationship between global product strategy and management. Based on the analysis of the one-hundred global marketing cases, the following results were found. First, the similarity for needs and business performance are significantly influenceable. Second, the similarity for usage environment and business performance are significantly influenceable. Third, based on the similarity for needs and he similarity for usage environment, typology of global product strategy was drawn. Global product strategy and business performance are significantly different. 본 연구는 전기전자, 유통, 화학, 기계, 기타 업종에서 국제마케팅 활동을 수행하고 있는 100개의 국내기업들을 대상으로 기업의 글로벌제품관리와 경영성과 간의 관련성을 검증하였다. 글로벌제품관리에 대해서 욕구 유사성은 품질, 글로벌품질, 디자인, 제품설계, 브랜드 등의 제품 특성을 중심으로 측정하였으며, 또한 사용여건의 유사성은 포장, 제품속성, 서비스, 제품보증, 원산지 등의 제품 특성을 중심으로 측정하였다. 경영성과는 재무성과, 고객만족도, 마케팅성과 등을 중심으로 측정되었다. 본 연구의 실증분석결과 다음과 같은 연구결과를 얻었다. 첫째, 기업의 글로벌제품관리에 대한 소비자의 욕구 유사성은 경영성과에 유의한 정의 영향을 미친 것으로 나타났다. 둘째, 기업의 글로벌제품관리에 대한 사용여건의 유사성은 경영성과에 유의한 정의 영향을 미친 것으로 나타났다. 셋째, 기업의 글로벌제품전략은 글로벌제품관리에 대한 소비자의 욕구 유사성과 사용여건의 유사성에 따라서 완전표준화, 완전현지화, 촉진현지화, 제품현지화 전략 등 4개의 글로벌제품전략 유형이 도출되었다. 글로벌제품전략에 따라 경영성과의 유의한 차이가 나타났으며, 특히 글로벌제품전략의 유형 중에서 완전표준화 전략이 경영성과가 가장 높게 나타났으며, 제품현지화 또한 경영성과에 높은 유의적인 차이를 나타냈다
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